Young and Affluent Audience

The Outdoor audience is younger and more affluent than the national average. This is because those that spend more time out of home do so because they are economically active – at work, play or shopping. And because young people spend more time out of home than their older brethren there is a bias towards the desirable 15-34 demographic. Individual formats can accentuate this by environment (e.g. rail audience is more affluent while bus passengers are youner).

Cover and Frequency

Outdoor provides a very good combination of cover (number of people that see your campaign) and frequency (number of times that they see it) on a same spend basis compared to other media.

Engagement

Outdoor is a passive medium. This means that it is consumed in the quiet moments while the viewer has little else to occupy them. It does not intrude on the viewer or listener’s core activity (e.g. watching the TV or listening to the radio). It provides a welcome diversion that the viewer can choose to engage with or not.

Flexible and Targeted

Outdoor is flexible and targeted. As a local business you can buy only panels within your catchment area, thus avoiding costly wastage.

Visibility Adjusted

Other media operate on the assumption that a reader, listener or viewer who has been in close proximity to your ad has actually seen it or heard it. However, this does not take account of ad avoidance, which can be considerable. The figures that outdoor bases its research on are adjusted to count only those that actually lay eyes on the panels. Due to often high levels of ad avoidance in other media, this has a major bearing on your ‘effective’ reach and frequency results.

A growing medium

Outdoor is principally an urban medium and as such is growing in Ireland as we continue to migrate towards the urban environments. This is in contrast to many other media which are finding it increasingly difficult to maintain or grow their audience in a changing society.

Works well with other media

Outdoor works well as a solus medium, but it is also a great support medium. Research shows that multi-media campaigns work best and the evidence suggests that Outdoor works particularly well with other media. Consider, for example, Bulmers which has won several AdFX (Advertising Effectiveness) awards through its focus on TV and Outdoor working together.

For further examples of Outdoor working well with other media, contact Adrian O’Farrell.